10 Trends to Define Marketing in 2015

Over a series of five blog articles, we are going to explore the emerging trends for 2015, and ways to implement new methodologies on existing marketing disciplines. Technology is constantly shaping marketing – often in more ways than marketers are able to keep up. But with a little insight & the proper planning, you can be prepared for these changes in the marketing landscape for the new year.

The trends

Wearables take on marketing significance, especially in retail

Trust in technology and seamless payments offer new avenues for marketers

Permission-based mobile marketing to explode, while becoming less intrusive

Native advertising and mobile spend see double digit growth increases in 2015, and cross-channel integration becomes top focus for advertisers

ROI-measured advertising channels, such as digital and direct, overtake spend on broadcast based channels

Second-screens and variable advertising find synergy

1. Wearables take on marketing significance, especially in retail

With the word that Apple will start selling the Apple Watch in early 2015, it is clear that wearable technology will gain exponential market share growth next year. This we know. How will marketers use this new technology?

The Apple Watch and Samsung Galaxy Gear will likely dominate the market, but their use will extend far beyond telling time, alerting to messages and emails and as a health device. These functions will keep people wearing and recharging their “watch,” but the ancillary features will become very important to marketers, specifically the location-based marketing that can suddenly open up.

Apps like Living Social and Groupon already alert users when there is a deal in the vicinity and offer a fairly seamless purchase path. With an “always-on” device like a Bluetooth watch, restaurants and retailers can take real advantage of the proximity that users are to their physical location and to specific products. Additionally, online retailers can capitalize on location-based marketing by offering competitive pricing at the point of purchase. Customers are incentivized by money saving offers on the spot, and perhaps even bidding wars and truly malleable pricing competition.

2. Trust in technology and seamless payments offer new avenues for marketers

Along with the release of the iPhone 6 and the announcement of the Apple Watch came a new feature that many people don’t understand yet, but will greatly impact individuals’ trust in secure technology – Apple Pay. The Google Wallet has been around for a while, but the introduction of Apple’s entry into the seamless payment movement will probably move the needle more.

With new technology initially comes a period of distrust. Luckily, the combination of Google Wallet breaking the ice, and Apple’s widespread adoption makes 2015 a year that trust in technology, and bank account integration will take off. What does this mean for marketers? It means that “Mobile first” will be taken to a whole new level.

Banks will need to develop a mobile marketing strategy, and there will likely be more competition in the credit card space. Additionally, retailers that offer this seamless payment (such as CVS and Rite Aid have already done) will gain an advantage over others. No longer will leaving your wallet at home or in the car matter. And once the myths are dispelled about accidentally paying for someone else’s purchase, or what happens if your phone is stolen, consumers will flock to mobile-based payment, and the path to purchase just got a lot shorter.